Steph VR

Under Armour

Project Overview

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In the last few seasons, Steph Curry’s unparalleled shooting ability has not only hacked the game of basketball, it has changed the way it’s played. On the cusp of winning a 3rd NBA Championship, Curry was more than a human cheat code — he had graduated to a full-on operating system. When Under Armour asked us to celebrate Steph by bringing fans into this “operating system,” there was really only one way to do it — with a 360-degree experience that transported visitors into an alternate dimension: “Steph VR.”

Fans experienced “Steph VR” for themselves online and at a pop-up space we built in downtown Oakland. Strategically placed along the Warriors’ Championship Parade route, Steph’s biggest fans could try on headsets and experience the piece in a Samsung-sponsored VR gallery. The limited-time pop-up also showcased limited runs of Steph’s newest sneaker, the Curry 5, selling out every colorway in just two days.

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Bringing it to life

We collaborated with artists who sculpted the entire experience in Virtual Reality. Using Google Tilt Brush technology, artists spent over 300 hours in a VR headset painting 1,000s of brushstrokes across a 150-color canvas.

Enter the Operating System

Experience the journey in full 360° VR

Pop-up event

On the day of the championship parade, fans could enter the immersive VR experience in our gallery equipped with Samsung headsets. The pop-up shop also showcased merchandise, including exclusive Curry 5 colorways, World Championship t-shirts and unique fan experiences.